Google's free A/B testing tool that was sunset in September 2023 — included here for historical reference.
Google Optimize and Optimize 360 were sunset on September 30, 2023, ending one of the most widely used free A/B testing tools in the market. Google Optimize allowed users to run A/B tests, multivariate tests, and redirect tests with a visual editor and deep Google Analytics integration.
The free version supported up to 5 simultaneous experiments, while Optimize 360 (the paid tier) offered unlimited experiments, advanced targeting, and enterprise support. Google Optimize's tight integration with Google Analytics made it the default choice for many small businesses and marketing teams running their first experiments.
As of 2025, Google has hinted at potential future personalization capabilities through Google Ads, but has not brought back a visual editor like the one in Optimize. Teams that relied on Google Optimize have migrated to alternatives like Convert, VWO, AB Tasty, and Statsig. Google's official A/B Testing Partners program lists several certified alternatives.
Experience optimization platform with the best-in-class visual editor for A/B testing, personalization, and feature management.
Privacy-focused A/B testing platform offering enterprise features at transparent, accessible pricing.
AI-driven experimentation and personalization platform with prompt-based experiment creation and HIPAA compliance.
Warehouse-native experimentation platform with rigorous statistics, now part of Datadog.